There is definitively risk involved. If you buy the 980Ti above 1080's price, you cannot step up. The value had to be greater. I think the program's real value is in buying a 970, realizing it's not fast enough, then stepping up to a 980Ti. On the other hand, what if there is a $299-399 card with similar performance to a 980Ti?
Either way, now I would actually be putting up a 980Ti for sale if I were you. The chance of that card bombing in price similar to a 780Ti is absolutely huge. When 970 came out, if you didn't time the resale of 780Ti right, you could be looking at $200-250 loss of resale value in 1 week's time, maybe days.